British Airways campaign development 1977/78

Date of publication: July 1, 1977


Multi-national qualitative research is being conducted to aid the development of 1977/78 British Airways Advertising Campaign. This report contains the results of qualitative research conducted in Nairobi. The objectives of the research were:

1. To explore background attitudes to flying and travel needs amongst ex-patriates in Nairobi;

2. To probe their attitudes to different airlines, including British Airways;

3. To obtain reactions to six potential advertising concepts for British Airways;

4. To make some assessment of reactions to current British Airways advertising. 

CRAM/Peter Cooper Archive


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